Midnight Moment: A Logo for America by Alfredo Jaar

Every night in August, stop by Times Square to see a reenactment of A Logo for America, Alfredo Jaar's iconic 1987 intervention. Presented by the Times Square Advertising Coalition (TSAC) and Times Square Arts, in collaboration with the Guggenheim Museum, A Logo for America appears on 15 signs and 45 screens in Times Square as part of the Midnight Moment program. Through an apparently contradictory juxtaposition, the work denounces the fact that the word America is routinely but erroneously applied to just one part of the American continent. Originally displayed in 1987, the 2014 reiteration of this intervention points out that, almost 30 years later, the representation of an entire continent is still monopolized by the same, single country.